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Sample viewing drill down refers to a feature in the
Audience Analysis System
that allows you to examine the detailed viewing history for individual members of the
audience sample
.
One Day Sample Viewing Drill Down
In the above figure, for example, we see the television viewing for one member of the
simulated
sample over a 24 hour period. The chart starts at 6:00 A.M., the beginning of the television broadcasting day, and extends to the 30th hour of the broadcast day, or 6:00 A.M the following day.
The chart shows that this person watched Net C for 1/4 hour at 8:30 A.M., indicated by the single blue dot at the Net C level, switched around periodically until 12:30 P.M. when he/she watched 3 1/2 hours of continuous Net B, indicated by the long string of blue dots.
One Week Sample Viewing Drill Down
Charts can also be generated for longer periods of time, as in the figure above. This chart shows the viewing of one member of the sample over a seven day period.
Using this time scale, patterns can be seen which indicate program or network
loyalty
for individuals. For example, this person watched Net D every afternoon (red arrow), and Network B at night (blue arrow). These loyalty patterns are indicated by dots in the same relative positions from one day to the next.
Week-to-week viewing patterns can be identified with sample viewing drill down charts of longer duration.
Sample Viewing Drill Down for a Light Television Viewer
The figure above shows the sample viewing drill down for a relatively light user of television - probably in the first
viewing quintile
.
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